AUDIENCEX Rolls Out DSP Access for Mid-Market Brands
AUDIENCEX is introducing a new self-service platform, offering DSP access for small and middle-market brands as well as agencies. The beta launch of Admatx, AUDIENCEX’s self-service platform, is being positioned as a turning point in the industry, as efforts to democratize access to DSP technology continue to grow.
With Admatx, small and mid-size businesses, and middle-market performance brands and agencies, will have access to enterprise-level DSP technology through a self-serve platform, without the constraints of monthly spend minimums. The platform is a strategic complement to AUDIENCEX’s core managed-service offering, providing an enterprise-level tool to drive performance at lower prices than what most category leaders and Fortune 5000 firms are currently paying.
The launch comes at a time when more brands are moving programmatic buying in-house. According to Adobe, 62% of brands will take their programmatic media trading in-house by the end of this year. Even major brands, like Chase and Ally Financial, have taken steps to relocate corporate media functions and bring programmatic media buying in-house.
AUDIENCEX is betting that it’s new platform will be well positioned to address the industry desire to “keep hands on the media wheel,” so to speak, while also circumventing the exorbitant startup costs that often come with more traditional DSP solutions.
“More brands are looking to bring their programmatic media buying in-house, with the intent of having more control over data and transparency on their spend. However, a significant number are unable to make the monthly budget minimums required by major DSPs, nor do they possess the technical expertise to run campaigns themselves,” says Jason Wulfsohn, AUDIENCEX CEO. “Our goal is to make sure every business can easily access and target their most relevant audience at the lowest price possible with the highest possible performance.”
Large DSPs have historically incorporated programmatic buying technology that automates media buying and makes it faster and more efficient to get campaigns up and running across a range of channels, including display across the web, apps, podcasts, and streaming TV services. However, high costs have been a barrier to entry for many, and advertisers that can’t afford to use programmatic technology often have to manually contact numerous publishers to launch a campaign across multiple channels.
Wulfsohn expects that to change with the launch of Admatx. With AI-powered analytics and optimization, targeting technology, and premium ad inventory, he believes the platform will empower “challenger brands” to actively compete in a landscape that’s been almost entirely controlled by large brands and agencies for decades.
“We anticipate this leading to the development of new skill sets for brand employees and even the expansion of teams with new positions, and growth within their industries that can help them expand and close the gap between themselves and the leaders in their verticals,” Wulfsohn says.
Developing Admatx was not without its challenges. Wulfsohn says there’s a delicate balance between offering the right amount of features, options, and choices, and scaling back enough to create the right efficiencies, simplification, and ease of use. Striking that balance meant having to streamline the decision making options within the platform, while still providing users the full breadth of solutions they might need.
While these are still early days for Admatx, Wulfsohn says the team at AUDIENCEX is optimistic about the doors this may open for SMBs and how the market may shake up as more advertisers enter the fray.
“DSPs provide access to premium ad inventory that is often entirely unavailable to those not using these platforms, as well as technology to help set up audiences, targeting, and optimize performance,” Wulfsohn says. “Without access to these platforms, the knowledge and skills that are developed by necessity when mastering this technology has also been limited to those at the largest brands and agencies, contributing to disparities in professional development and opportunities.”
Stephanie Miles is a senior editor at Street Fight.